Team USA gay Winter Olympians Gus Kenworthy and Adam Rippon have become media darlings. The two attractive athletes share a lot – BFF photos, matching sweaters and a charming kiss.

What they don’t yet share is commercial endorsements. Kenworthy has racked up an impressive list, including Head & Shoulders (Procter & Gamble) shampoo, United Airlines, Visa, Toyota, Samsung, Ralph Lauren, Chobani, and others, while Rippon has none — although he just got hired by NBC as a correspondent for the rest of the Olympics.

What gives?

“These two sports figures have arrived, but not evenly,” notes Bob Witeck of Witeck Communications, which represents American Airlines, Marriott International, Wal-Mart and others.

Of the two, Kenworthy is the more established athlete, although at age 26 he is two years younger than Rippon. Kenworthy already made a name for himself in Sochi, Russia, four years ago, where he placed second in the slopestyle event, and also gained attention when he found a group of stray puppies in Sochi and sent them back to the US to save them.

While both men frequently post shirtless shots of themselves in their social media feeds, Kenworthy seems a bit more on-message, perhaps indicating some marketing advice. He went the Full Monty in his photo shoot for the ESPN’s The Body Issue, braving the cold in nothing but skis. Kenworthy regularly inserts celebrity, daredevil high building poses, and photographic creativity into his posts. Rippon’s posts are a mix of skating and some fun shots, such as one with him holding a large green purse or a silk fan.

Humor is Rippon’s strength. Among his tweets: “I was recently asked in an interview what it’s like to be a gay athlete in sports. I said that it’s exactly like being a straight athlete. Lots of hard work but usually done with better eye brows.”

Still, in social media, Kenworthy bests Rippon. Kenworthy has 740K followers on Instagram and 187K on Facebook, versus Rippon’s 293K followers on Instagram and 30K on Facebook, key indicators of their ability to spread commercial messages.

Rippon only beats him on Twitter, with 256K followers against Kenworthy’s 201K, and he’s shown himself to be an astute political commenter. Ever the competitor and after winning his bronze, Rippon tweeted in thanks to supportive remarks from Reese Witherspoon: “I owe this medal to my mom, but more to @RWitherspoon because she has more Instagram followers.”

In spite of his greater celebrity, and perhaps because of his many corporate endorsements, Kenworthy has largely stayed out of political statements while Rippon has embraced a media feud with Vice President Mike Pence, whom he easily bested.

“He’s really stuck it to Pence,” says Witeck. “It may be distracting. He appears unfiltered and brands get nervous. It’s not a bad thing (that he’s done it), but it’s the price of being a spokesperson.”

Rippon may already be learning Witeck’s point. In a CNN interview, Rippon said, “I have no problem talking about what I said, because I stand by it … I don’t want to distract from their Olympic experience and I don’t want my Olympic experience to be about Mike Pence.”

With his trademark humor, Rippon adds demurely, “I want it to be about my amazing skating and being America’s sweetheart.”

Witeck offers that Rippon may well still become a corporate sweetheart too, and his charm offensive after winning bronze will only add to his momentum. “I think he will get sponsorships. He’s very refreshing and funny. In interviews, he’s a star. People adore him.”

While Witeck notes that advertisers are still largely traditional and that a figure skater may not attract the same product categories as a skier, he says that style and fashion brands are a likely fit for Rippon. Indeed, two-time Olympic figure skater Johnny Weir starred in a 2010 ad for online fashion company Bluefly.

With his star rising and a bronze medal in hand, maybe 2022 will be Rippon’s year to break out with advertisers at the XXIV Olympic Winter Games in Beijing.

Michael Wilke has covered LGBT issues in advertising since 1992, is the founder of Commercial Closet/AdRespect.org, and Senior US Consultant for LGBT marketing and diversity firm Out Now.

chris33133

Why not try that one came later to the endorsement-deal party? Kenworthy’s been on the stage since Sochi; Rippon just this year. And I think that Rippon’s making up for lost time.

February 18, 2018 at 11:02am

Brody

I don’t think it’s an issue of being “brought up to exalt and degrade” so much as it is that effeminate men aren’t desired by the public as much as masculine men are, for myriad reasons.

February 18, 2018 at 12:02pm

Josh447

Brody –

I think bc of Adams steely inner strength, he might just turn the tides on that. Though he does like to fling about a bit, he also has a good amount of masculine bravado, an aggressive tone that lights up people’s creative senses. Tempered with poise grace authenticity and love, he’s quite unique.

February 18, 2018 at 1:02pm

chris33133

I’d think that the endorsements arena for ice skaters would be very crowded, especially since there are so many skaters who have won Olympic and World competitions in the mix. Extreme skiing, on the other hand, is a relatively young sport and Kenworthy has fewer American athletes to compete against for endorsement deals; and until yesterday, he was the Olympic silver medal holder.

So instead of comparing endorsement deals involving different sports, a better comparison might be to compare Rippon’s endorsements to Johnny Weir a two-time Olympian about whose sexuality there were no questions. Though Weir never made it onto the podium (unfortunately), he seems to have done well for himself. Since Rippon is joining NBC’s reporting team, I predict that he will experience similar success.

JaredMacBride

mhoffman953

^ This

Not every athlete on Team USA gets an endorsement deal. However, there have been some cases where an up-and-coming athlete wins a ton of gold and then the deals start pouring in. This also is not the case in this situation since Rippon has not won any gold or even any silver

February 18, 2018 at 12:02pm

Creamsicle

I’m pretty sure that’s the exact same coinclusion the article arrives at as well. They’re in different sports, handle media differently, and Kenworthy has been social media hustling for longer. Took on just gained notoriety during these Olympics, and part of it was because of his big ol’ fuck you to Mike Pence.

February 18, 2018 at 12:02pm

NCSilverBear

I’m waiting for a major deal with them as a COUPLE. Wow, that would get our attention.

Josh447

Where’ve you been. Gus called out Pence as a “bad fit” for the Olympics on the Ellen show last week. And he won’t have to “shake Pence’s hand, the silver lining to having a broken thumb”.

February 18, 2018 at 5:02pm

Donston

Rippon will get his coin. He’s only been in the mainstream spotlight for a couple months. Kenworthy has been on the scene for years. Kenworthy has also received a ton of free advertisement from sites like these for a long time. But yes, being more masculine and having more widespread conventional sex appeal (even though I think Rippon is adorable as hell) does mean that he’s easier to market on a large scale. But although Rippon may be “fem” he’ll appeal to far more people than Weir, who was divisive for quite a few reasons.

Bopper1

Crystix

Rippon turned that down in order to continue kiki-ing with his fellow Olympians in the Olympic Village. But we’ll be seeing a lot more of him. He’s real, he’s sassy, he doesnt play into the bullshit. I look forward to seeing more of him.

Josh447

Dwight

He’s decided to turn it down. Apparently taking the gig would have to required him to give up his status as an Olympic athlete for the rest of the games. He’d have to move out of the Olympic Village, couldn’t sit in the stands and cheer on his figure skating teammates, etc.

February 18, 2018 at 10:02pm

Josh447

Dwight—Now that’s team spirit. Can’t think of a better reason to decline, for now anyway. The world will wait for ARipp.

February 20, 2018 at 3:02pm

MacAdvisor

Perhaps — and I am just putting this idea forward — Rippon has fewer endorsements because he isn’t interested in being a corporate shill and has just turned them down. Perhaps he doesn’t see this as a competition between himself and Kenworthy. Rippon may just be living the life he wants the way he wants and is happy letting Kenworthy live his life the way he sees fit. Success is not always measured in money.

Black Pegasus

Please shut up! Your comment is as ridiculous as Adam Rippon’s voice.

February 19, 2018 at 3:02am

MacAdvisor

“The two attractive athletes share a lot – BFF photos, matching sweaters and a charming kiss.”
They share matching sweaters because the sweaters are part of the US Olympic clothing provided to the all US team athletes. Thus, all members of the US Winter Olympic team have them. I understand they are from Ralph Lauren.

Dwight

Gus Kenworthy has been on the world stage much longer and much more successful on the world stage. That helps him to get those offers.

Except a team bronze which was just this month, Rippon, no matter how much I like him, has not placed higher than 6th at either the World Championships or the Olympics. He’s placed 1st at Nationals once and twice has come in 2nd. A lot more male U.S. figure skaters have had a more distinguished careers than that, gay and straight and not gotten the endorsements Kenworthy has.

Compare that to Kenworthy. No doubt he’s more masculine but there are plenty of masculine Olympic athletes who’ve not gotten the endorsements. He already an Olympic silver medalist in an individual event, compared to Rippon’s bronze in a team event. He’s won 3 world championships in addition to his Olympic medal and 2 world cups. He’s can also have another shot at the 2022 Olympics if he wants. Rippon is towards the end of his career as an amateur.

At the end, the two are friends. Why are we pitting them against each other in this comparison?

Daniel-Reader

Notright

He’s a victim because not enough guys are attracted to him. She’s a victim because straight men don’t want to transgender ‘girl’ friends. They are victims because they’re not as desirable as they’d like to be. Okay seriously who *isn’t* a victim anymore?! If you’re tired of this victim sheit then go here https://rainbowright.com

Black Pegasus

Any man who refers to himself as a “glamazon b itch” does not deserve any endorsements. He’s a caricature to gay men everywhere. A clown and a stereotype. Not to mention he’s a loser! Came in last during the Olympics. Losers don’t get paid to promote products.

The only places you’ll see that queen’s name and face is on this website and Towerload of shtt..

Josh447

You are one seriously creepy freak you know that? This guy just did more for gay rights and FOR YOU than anyone has done in a very very very long time. You should be on your knees praising this guy to the nth degree. I suggest you grab a boat and get the hell out of the United States and go back to the underworld where you belong. Because it sure as hell ain’t here you very charred POS.

February 19, 2018 at 7:02am

Xzamilloh

Take it down a notch, Josh… he skated with a nice ass, he didn’t solve world hunger or being peace to the middle east or release a sex tape. He just skated and was sassy and was cute and can sit on my face whenever the hype dies down.

February 19, 2018 at 12:02pm

g-sing

one is more of a fame whore and willing to sell his soul so he can get famous than the other.

Crystix

Exactly which fame whore are you referring? The sassy political one who, by account of this article, forewent endorsements to promote gay rights and not putting up with the bullshit, or the second time olympic competitor with a fistful of endorsements?

Both worked their asses off to get to Pyeongchang. They are the literal best America has to offer. And you’re calling one of them, or both really, “Fame Whores.” Do you hate everyone who’s better than you? Cause that’s A LOT of people to hate on. Maybe you should sit back and appreciate what these gay men have accomplished, and how YOUR COMMUNITY benefits from having these “Fame Whores” whore it up in front of the camera at the Winter Olympics.

February 19, 2018 at 12:02pm

DCguy

One sais something political and one didn’t.

Companies want to try to pretend politics doesn’t exist until forced to by consumers.

underboy

look no further than queerty commenters for your answer. everyone here loves and worships any and all cis bearded hunky white dudes. not a trace of gay panic when looking at those guys! but with adam or anyone not completely butch the touches of traits traditionally associated with women turns you off and releases the inner misogny and femme-phobia so heavy in our gay culture.